Ever since the first Starbucks store in Seattle was opened, the company has shown an amazing growth and development. With over 15,000 stores all over the world, Starbucks is one of the leading coffee shops. This assessment will give an overview of the history of Starbucks showing the quick growth of the company and highlighting major management decisions that have been made during the years. Furthermore it will show the variety of products and take a look at the operation of Starbucks on the basis of the Marketing Mix. The paper will close with a summary and a conclusion.
1. Introduction
Ever since the first Starbucks store in Seattle was opened, the company has shown an amazing growth and development. With over 15,000 stores all over the world, Starbucks is one of the leading coffee shops.
“Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”[1] This is the mission statement of Starbucks and it shows Starbucks’ effort to always offer the best coffee with the highest quality. The main focus of Starbucks’ strategy lies on Fair Trade. Starbucks has signed licensing agreements with national Fair trade organizations and is proud to purchase their coffee in an ethical and socially responsible way.
This assessment will give an overview of the history of Starbucks showing the quick growth of the company and highlighting major management decisions that have been made during the years. Furthermore it will show the variety of products and take a look at the operation of Starbucks on the basis of the Marketing Mix. The paper will close with a summary and a conclusion.
2. History
The beginning of Starbucks goes back to 1971 when the friends Gerald Baldwin, Gordon Bowker and Zev Siegel opened their first store called “Starbucks Coffee, Tea and Spices” in Seattle. It was named after the first mate in the novel “Moby Dick” by Herman Melville and was placed at Pike Place Market in Seattle. Because the shop was very small a high number of customers had to be sent away every day, which caused the shop a high loss in money.
In 1982 Howard Schultz, former vice president of the appliance company “Hammarplast” heard of the coffee shop when they ordered a high number of high quality coffee machines. Soon he became the new director of retail operations and marketing. When Schultz went on holiday in Italy one year later, he was impressed by the popularity of the espresso bars and wanted to create a similar coffeehouse culture in Seattle. In 1984 the first coffeehouse in Seattle opened and the first Café Latte was served. Because of the small shop, Schultz decided to open another store just across the street from the first store. With different decoration it attracted a different audience and made the consumer base divide itself to two stores. The stores were soon well known, because it made people talk about the company that opened two coffee houses right next to each other. Even though the action bared a high risk, it proved to be a good decision and made Starbucks popular in the city.
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[1] http://www.starbucks.com/aboutus/environment.asp (05.11.2008)
- Arbeit zitieren
- Kathl Morgenstern (Autor:in), 2009, Marketing Mix of Starbucks, München, GRIN Verlag, https://www.grin.com/document/148309
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